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Launching for massive results part 2
This document discusses creating a special pre-launch offer to build an email list in preparation for an online launch. It recommends determining your target audience and the benefits you are selling before creating an offer. A case study example creates an offer for wedding hair and makeup services. The offer includes a free report for opt-ins and leads into a package for sale. Creating a compelling offer that provides value to the target audience is key to building trust and interest for the launch. Testing different offers is also suggested to find what resonates best.
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Launching for massive results part 2
- 1. LAUNCHING FOR MASSIVE RESULTS Creating aSpecial Offer LIVE WEBINAR part 2 www.onlinemarketingprincess.com
- 2. welcome, launching canbe organised, exciting and profitable. w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 3. about me Caroline Balinska Speaker| Online Business Strategist | Automation Expert • Marketer - Now running the world wide I Love Marketing Local Barcelona Group • Business coach for business owners and other offline marketing consultants • Plug-in creator • Business owner • Current biggest passion is working 1-on-1 with online launches w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 4. what is myrole on a launch? I am the w ww.onlinemarketingprincess.com •guide •strategiest •planner •predictor •organiser •navigator •supervisor •delegator •rescuer •helper www.onlinemarketingprincess.com
- 5. I have noticeda lot of “coaches” offering programs which are not all that helpful. why am I doing this 3 part series? w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 6. Part 1 -The Lie You Have Been Told About Launching an e- Course/Program/Service Part 2 - Creating a Special Offer Part 3 - The 1 Document You Can’t Afford To Launch Without what I will be covering w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 7. w ww.onlinemarketingprincess.com “FAILING ISHALF THE PROCESS” But not an option when you have put so much work into a launch. This is the one time you don’t want to fail first time round. www.onlinemarketingprincess.com
- 8. ”I never dreamedabout success, I worked for it” ― Estee Lauder w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
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- 10. creating your special offer www.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 11. 1. Who isyour target audience 2. What* are you selling/offering 2 steps before working out your special offer w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 12. Who is yourtarget audience? w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 13. Age Income Gender Marital status Industry Values Lifestyle Hobbies Likes Dislikes What istheir pain What do they want from life Websites they like Who is your target audience? w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 14. Not the course,product or service. What benefits are you selling them… What are you selling/offering? w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 15. how will theperson benefit from what you are offering? w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 16. To avoid painor a loss The need to gain pleasure There are ONLY 2 reasons why people buy w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 17. This can be: Homepage newsletter signup Part of your launch offerings After the sale Before the sale what do I mean by special offer? w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 18. the pre-launch special offer aka coming soonopt-in offer www.onlinemarketingprincess.com
- 19. WHAT’S THE POINTOF A coming soon special offer? w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
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- 22. KNOW LIKE & TRUST youmore w ww.onlinemarketingprincess.com To send them emails so they: www.onlinemarketingprincess.com
- 23. offer something that theywill find of value coming soon special offer w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 24. • Signup • Watchthis video • Fill in the questionnaire • Share on Facebook • Jump on one leg…. call-to-action: must be strong and clear w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 25. • No-on wantsto signup for some newsletter only to get crummy emails • No-one is going to pay money for something they know nothing about • Do they like you and what you offer? • Can they see you are a real person or business? • Do you have other people that like you? People buy from people they: know, like & trust w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 26. This is whatyou need to know to create a special opt- in offerMy target audience is: (in 2-3 sentences) I am selling : (benefit) My special offer is: (can have a value as well) To lead into (sale): (the Product/service on the invoice) Price: Value: Time frame: (of special offer) w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 27. Forever Flawless Hairand MakeupCASESTUDY: w ww.onlinemarketingprincess.com Age 28-36 Income $60,000 Gender Female Industry Administration Values Family, love Lifestyle Friends Hobbies Shopping Likes Holidays, but can’t afford What is their pain Saving for a house, worried about how they will look on wedding day What do they want from life Love, acceptance, family Websites they like Bridal, beauty TARGET AUDIENCE www.onlinemarketingprincess.com
- 28. Forever Flawless Hairand MakeupCASESTUDY: w ww.onlinemarketingprincess.com Look beautiful Feel beautiful Creating memories Happiness Feeling sexy Acceptance Fun day Calming atmosphere Not receiving negative comments BENEFITS OF WHAT YOU ARE SELLING www.onlinemarketingprincess.com
- 29. Forever Flawless Hairand MakeupCASESTUDY: w ww.onlinemarketingprincess.com Age 28-36 Income $60,000 Gender Female Industry Administration Values Family, love Lifestyle Friends Hobbies Shopping Likes Holidays, but can’t afford What is their pain Saving for a house, worried about how they will look on wedding day What do they want from life Love, acceptance, family Websites they like Bridal, beauty Look beautiful Feel beautiful Creating memories Happiness Feeling sexy Acceptance Fun day Calming atmosphere Not receiving negative comments TARGET AUDIENCE BENEFITS OF WHAT YOU ARE SELLING www.onlinemarketingprincess.com
- 30. Let’s put itall together Forever Flawless My target audience is: women who need to look good and feel special, they don’t want to waste money I am selling: beauty, feeling relaxed, being organised, sexiness, happiness, My special offer is: free report “The 10 devastating mistakes you don’t want to make on your big day” To lead into (sale): Hair and makeup package for 4 people Price: $400 Value: $500 Time frame: April 1-14th each year w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 31. from this informationwe can create a sales page, offer or signup form >>>>> w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 32. BUT! first Iwill show you what would happen if you didn’t use this system…. w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 33. Use the besthair and makeup artist for your wedding day. I have 10 years experience. I was number 1 for in 2014 for best makeup artist. Early starts are only $50 extra. Travel is only $100 extra. Professional make-up used. Available Sundays. Sign up to get a $100 discount on your booking. What an unexperienced competitor would use w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 34. Don’t let yourwedding day be stressful or expensive. Start the day being pampered and feeling relaxed. This is your most important day, make it special. Your photos are your memories for the future, look stunning and feel beautiful. Our experience will assure you have a perfect day. Sign up today and we will send you the our free report “The 10 devastating mistakes you don’t want to make on your big day” What the special offer may look like: (a shortened version) w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 35. Website Visitor fillsin form for special opt-in offer> becomes > Prospective Lead receives email will the free report (special offer)> Receives with link to offer page > can purchase on sales page If clicked through to sales page person becomes > Hot Lead If Hot Lead purchases, becomes > customer Can you now sell something else to this customer? What happens with that person now? w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 36. NO! Is this the onlyway to do it? w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 37. Ad from Facebookor social media post > Coming soon page We are launching our course in 4 weeks sign up for our free pre course mini bootcamp. Enter you email and get instant access to our video training. Another way to set up a special opt-in offer w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 38. Ad from Facebookor social media post about losing weight > Coming soon page If you are looking for that something special that will change your life, this is what you have been waiting for. I can’t give too much away. But if you signup now I will give you a sneak peek into how your life can be different. Enter you email and get our 7 day free program. AND another way…. w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 39. THE SKY is theLIMIT w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 40. 1. Look atyour competitors 2. Look at different niches 3. Check out their Facebook and twitter pages, are people following them? 4. Split test 5. Just ask your current customers and leads how to find a special offer that will work for you. w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 41. my #1 tipfor creating an opt-in special offer… w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
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- 43. If your stillwanting to learn, grow and succeed in launching online make sure you watch the last training session in this series. THE 1 DOCUMENT YOU CAN’T AFFORD TO LAUNCH WITHOUT w ww.onlinemarketingprincess.com www.onlinemarketingprincess.com
- 44. Follow the road lesstravelled, but make sure it’s the one that leads to where you want to go! -Caroline Balinska w ww.onlinemarketingprincess.com
Editor's Notes
- #2 Thank you so much for joining me today.
- #3 ^ If you haven’t launched anything online, or you have done it before and know you can do better, then this webinar series is for you.
- #4 About me- I am caroline balinska Marketer- Super excited, held a live event a few months ago and received great feedback. biz owner - 2 weeks ago sold one of my offline businesses to my major competitor. Great outcome. 1-on-1 - Love this, so much fun, I love seeing people change and grow. Love helping them learn
- #5 ^ All the big companies use a launch strategist. There needs to be one person overseeing the whole process.
- #6 Once again just today I saw a blog offering advice to launch in 2 weeks. It is so irresponsible! Giving being such high hopes!
- #7 If you missed yesterday, make sure you watch it. Today - Creating a special offer part 3- The 1 Document You Can’t Afford To Launch Without
- #8 As I said yesterday. Setting things up properly gives you much less chance to fail. Trust me. once you set things up and take the time. The last thing you want to do is fail.
- #9 ^ Launching is work. I will tell you about 50% of people give up a week in, of the rest 80% try on their own, fail then give up. Work hard at it, and do it right the first time. The great news is there are not many competitors at the top..
- #10 Ok, lets get into it! PART 2
- #11 Today we are talking about creating your special offer
- #12 You will need this for ALL sales pages, so make sure you pay attention.
- #13 No matter what you think, if you don’t know this, you don’t know your business. CokeCola created the “share a drink with ….” campaign, based on knowing their audience. Their advertising also has 20 something year olds as they know that is their target audience. Take a look at all major brands You don’t see a group of men sitting around in ad for nappies. You see very happy babies. Because every mother wants a happy baby. These companies pay BIG dollars to know everything about their target audience, down to the toothpaste they use. why??? Because they use this information to make you comfortable. You need to follow in the steps of these companies if you are serious about making money.
- #14 These are the main questions you need to ask yourself and really think about. The more you niche, the more a certain type of person hears you. And also remember, don’t be scared about niching your audience. You really wont lose the numbers you think you will. Remember No one was hearing you before anyway. Your words were just noise. by creating your Ideal customer you will talk directly to them and the others will want to be like them. Think of the coke cola ads…. Do you think every guy drinking coke is 25,looks like a greek god and has abs of steal? NO! But they make people think that you need coke to be like that. The CokeCola company is not scared that 90% of people will suddenly stop drinking it when they see that ad because they think, WHOOO that’s not me, I can’t drink this, I don’t look like that! NO! They know they need a niche! AND SO DO YOU! …………………..
- #15 This is not about your product or service. this is about the benefit. Watch a Coke ad, they don’t speak about the size of the can, the colour of the drink, the fizz or the ingredients. They show you how happy and cool you will be. Nike don’t talk about the materials used, or the time the shoes will last you or the angle of rise between the heel and the toe. They tell you that you can do anything when you wear them. And that you will be the winner in life. and that you will be free. They don’t talk about the fact they are made in China. >>>>>>>>
- #16 Your offering should either solve a problem or make them feel good >>>>>>>>
- #17 To avoid pain or a loss The need to gain pleasure This is true whether it is for themselves or for others. a pain would be - women buy nappies that make their babies laugh so they can avoid hearing the baby cry. Or a person buying the car without looking around for other prices as the sale is only on today and they don’t want to miss the discount. They buy for Pleasure because - feels good, looks good, tastes good. The person looks good in it. Here is an example of mine - I didn’t really want to spend the money on a new can opener as we hardly use it and it can work if you spend 30mins prying the tan open. But I realised the cost and hassle of buying one now would outweigh the pain I would go through next time i needed it.
- #18 This is to entice people to signup or buy from you. To help them come a customer or even a lead. To collect an email address Part of the offerings - special bonuses, limited time offer After the sale- up-sell or cross-sell Before the sale - could be the coming soon offer or the prelaunch special offer. You can do all if you want to
- #19 today we will concentrate on the pre-launch special offer. Also known as the coming soon opt-in offer. This picture is NOT what I call a good coming soon page There are 2 things missing - which are: a strong call to action and information to help people get to KNOW, LIKE AND TRUST you. trust me, as much as you think you are selling the best think in the world. without those 2 things none else knows it.
- #20 >>>>>>>
- #21 This is the draw card to get people to give you their email address
- #22 >>>>>>>
- #23 ^ MAKE SURE YOU ARE Sending emails with information that is relevant helps build a relationship.
- #24 You can also offer something from another business (with permission of course) . this is where joint ventures come in to play.
- #25 ^ Make sure you tell them what you want them to do, AND what they will get for signing up.
- #26 ^ Make sure you page has information about you. so people can get to know you. If you are doing this correctly, people should be sharing your link on twitter with people who don’t know you. So tell them about you or your business.
- #28 I am going to give you a real case study on my business of 5 years I recently sold to my major competitor. This business had no stock, no staff and yet have a high value ^
- #32 >>>>>>>> Like this
- #33 >>>>>>>>
- #34 ^ Sounds straight to point doesn’t it? But now, what about this?
- #35 ^ Does that make you feel different? Even if you are not getting married, I am sure #2 works better. No lies, no silly stories. It is about targeting what you client wants. And this client needs to feel understood (as do most)
- #36 THIS IS THE PROCESS OF A SALES FUNNEL (SIMPLIFIED)
- #40 Don’t be afraid to try something different.
- #41 Look at your competitors Look at different niches (a plumber might be doing a great opt-in you can adapt. Check out their Facebook and twitter pages, are people following them? Split test (this can be done very easily with 2 easy to use systems) Just ask your current customers and leads QUESTIONS Maggie Otto - I’m in the baby clothing business, what can I DO AS A SPECIAL offer? >>>>>>> I always like to suggest people in online retail offer a VIP club. Which means a percentage off, or free postage. So a coming soon offer could be signup in next 5/10 days and get a bonus $50 off your first order. Don’t be tight here. Don’t give $5 off a minimum $100 spend. See your first sale as a LOST LEAD Emma Murry - I have a small gym and yoga studio. What do you suggest? >>>>>>>>>> Gyms work best with a number of sessions free, it gives people a chance to get involved. Maybe an open night on your quietest nights? I heard an awesome 4 part special offer done by a Gym recently. Get a 2 week trial for $49. then the owner gave the trial customer 5 items over the 2 weeks, A t-shirt, water bottle, keyring and a voucher for 3 drinks at the local juice shop with a note of the healthiest options. This was a total lost lead. But by then the new lead is hooked and feels important.
- #42 I have seen so many launch in 30 day calendars… Some of the better ones at least say “come with content created” I have heard some coaches (i use the word loosely) say they launched in 2 weeks while working full time. I say minimum is 40 days. That is full time, working on your launch. Even then without guidance it is hard to see what you are missing.
- #43 I have seen too many people think it over too much. Create 2 you like most and split test the page. If you are your target audience, pick something you would like. Do confuse too many different things. You can bundle something but only if you would normal bundle in that way. Make sure the items work together.
- #45 Thank you so much for joining me. I really appreciate your time See you at the next session!